The people's daily newspaper the five questions china's economy was a highly resounding and continuously popular phenomenon in 2015, which also won the first prize for china's press prize for in-depth coverage. At a recent seminar of cica winners of the “two prizes”, one of the founders, xu zhi feng, joined in learning to follow up on the “four-to-four” request made by general secretary xi jinping, to share learning and learning experiences, and to share six “points” to be captured for economic reporting。
The secretary-general, in his speech “11. 7”, stated that it was important to maintain the right political direction, the right public opinion, the right information and the right direction for work. For the mainstream media, economic coverage, the speech points to two directions of effort: to be authoritative, to stand up high and to be in line with the central policy; and to be people-centred, to be close and to actually improve the style of the press。
In may 2015, the daily people's newspaper launched an exclusive interview with an authoritative person, the five questions china economy. This article was a lively and successful attempt to inform public opinion by the mainstream media about the economic situation. After the publication of the report, the term “authority” continued to ignite public opinion。
The result of this interview, which was prepared in turn, is that the coverage captures the timing of news stories and displays the authority and influence of the mainstream media through the whole process of project design, theme setting, content organization, timing, layout and media dissemination. Specifically, six “points” of the news coverage were captured。
One, stand at the height of authority
The other side of the information overload now is the scarcity of quality information. The most striking feature of the five questions on the chinese economy lies in the voice of authority, its original originalism and the accurate and systematic transmission of the central position, judgement and response to the economic situation and the advancement of reforms。
When the economy enters a new normal, the downward pressure is greater. In particular, when entering 2015, the economy is growing at a faster rate, with controversy, questioning and speculation. What should the economic situation look like? What do we do? The public is in a state of “honor and thirst” for authoritative voices and eagerly expects clear signals and “specified” judgement from decision-making levels。
On the basis of this consideration, from the very beginning of the project, the report is based on a high-end, exclusive and authoritative approach, seeking to be heard and to be heard, responding to the most topical topics with the most authoritative voice. We have been proactive in designing and actively engaging with the country's core economic decision-making bodies, relying on long-term accumulation, with a view to providing a unique authority for reporting, through systematic and careful examination of economic hot spots。
2 hotspots of social concern
During the transition period, the economic sphere was more topical, hot, focused and divided. This requires that the coverage be focused both on the central spirit and on social hot spots and audiences, or it may be self-evident。
The five questions about china's economy are more than 6,000 words long, but the reader's response is “crazy enough” “excessively” and never long. The key to achieving this is the precise set of topics for this set of interviews, the sensitivity to hot spots and the capture of audience interests, “all dry” and the volume of information。
There is no shortage of hot spots in the economic sphere. However, the precise way to capture hot spots, to balance hot spots in a comprehensive way, to highlight them and to dilute them; to “heat” and to “temperate”; to respond directly and to hit side by side requires a holistic and well-planned approach. We designed a set of questions through in-depth research and careful combing。
The “five questions” include the question whether the rate of increase has been expected? Why is the economic performance divided? What if you're under pressure? How are economic performance risks viewed? Where should macroregulation go? Every question holds the hot spots and stirs hearts. Into five major hot spots, five main lines were formed, further fine-tuned and deepened into 10 more specific questions, which clearly linked large and complex economic problems。
3. Face the difficulties of economic performance
Economic reporting, by addressing the issue and making it clear, can help to dispel concerns and doubts. It could be counterproductive to avoid contradictions and ignore vitals。
The problem is one of contradiction, one of concern and urgency. Only when the mainstream media are bold, face-to-face and are willing to participate can economic reporting be targeted and attractive, and can clarify ambiguity, dispel intellectual misgivings, chart a clear way forward and channel public sentiment。
The five questions to the china economy has taken the initiative of touching on “challenges” — for example, with regard to the shuffles in structural adjustment, the report goes forth: “the tuning structure is bound to bring pain. We had to break through this. Structural adjustment cannot wait, can't wait, can't wait, can't wait, can't do it, can't do it, can't do it. The early turn is active and the late turn is always passive.” moreover, almost all of the economic challenges, such as real estate, debt risk and overcapacity, have not been downplayed or magnified in this report, but rather have placed contradictions on the table to be analysed in an objective and rational manner. Face the difficulties, be realistic, warn of risks and make the whole interview more persuasive。
4. Show the bright spots of thought
In the era of homogenous competition, the “quality” of the “show” that emerges from the depths of thought is necessary to emerge from the pervasiveness of economic reporting。
A striking feature of the report, compared to general economic reporting, is that it is not just a matter of immediate concern, but rather of greatness, reality and long-term vision, and is more ideological. The many insights in the text, which have been recognized by the reader, especially by professionals, also reflect its guiding significance for economic development。
With regard to the economic situation, for example, the five questions to china's economy emphasized that “the right conclusion can be reached only through a short, medium and long-term combination of historical vision. It tends to feel big when you put something closer to it, and it looks small." these far-reaching expressions convey not only analysis and judgement, but also methodological theory of how to do so, with experts describing the series of interviews with authorities as a “navigational dialogue” “methodological dialogue”。
Five, build something that attracts eyes
Economic reporting tends to be a serious, professional impression in the reader's mind, and seems to be difficult to reach, even less so when the subject of this interview is macroeconomic policy and economic reform. Instead of being monopolistic and authoritative, the report maximizes the resources of “taste” to make it more interesting and visible。
The identification of the person interviewed is a very good point of sale. This group of stories, which eventually took the form of “authority” interviews, did not clearly reveal the identity and name of the subjects interviewed, but rather generated considerable audience interest, generated considerable imagination and contributed to its rapid and widespread dissemination. After a period of speculation, there was a general perception in society that “mystical authorities” had a central voice and that this result was consistent with the planning intent of the report. The comment was made: “this is an excellent curiosity marketing”: “the people's daily has given the word `authority'.”
Fresh and fast language styles also reflect a focus on audience needs. The report also focuses on a small perspective in the overall context. To talk about “higher” macroeconomics from the perspective of popular concern, economic logic is expressed in words that the reader understands. “although the rate of increase has fallen, it is a `suffering' rate, with both `face' and `riko': “economic growth is meant to make people's lives better, `working, making money' .” similar popular expressions bring major economic issues closer to ordinary readers。
6 target effective transmission nodes
In the age of the explosion of information, users are at the heart of public opinion, and the greatest impact can be achieved only if the time is right to spread and to use the excitement of public opinion to write. The interview went a long way towards timing, and the first appearance of an authority was justified。
In may 2015, when the central political bureau had just convened a quarterly economic situation analysis meeting, the economic sphere was hot and the debate over the rate of economic growth, the economic situation and the recent publication of economic data in april, and the introduction of such a weighty authoritative interview at this “joke point”, could be considered timely。
It is worth mentioning that “heavy reporting, super-conventional processing, media-wide dissemination” has given readers and netizens a deep sense of extraordinary weight. The first edition, combined with the second edition of the general report, was extremely well organized, and the simultaneous push of the people's daily “two tiny ends” and the lucid handling of the people's network was an important factor in the dramatic response to the series of interviews with authorities。
In the current complex environment of public opinion, china's economy has gained experience in how the mainstream media can make an authoritative voice and guide public opinion. The successful creation of the “authority” brand has inspired us: economic journalism in the mainstream media must be high-profile, high-profile, high-profile, scientific, timely and effective in order to eventually gain audience attention and popular support, thereby taking over the high-profile aspects of social opinion, creating a better public opinion base for economic development and building a broader social consensus。
(formerly entitled hsu zhi feng: six points successfully captured)
